Twix: Kicks

TWIX, a confectionary brand, promoted its new product TWIX Cookies & Creme in the US by creating a limited-edition line of TWIX sneakers.

Campaign details

Brand: TwixAdvertiser: MarsAgency: Weber Shandwick, The Marketing Arm

Insights & Conceptualization

As TWIX® prepared to launch their new Cookies & Creme variety, the brand needed to break through and drive cultural conversation and relevance among their target audience of young millennials and Gen Z. The new flavor had gained initial coverage during a leak in August, escalating our challenge to gain media coverage and build anticipation among consumers.

With ambitious goals including 100M impressions and 65 to 75 media placements, we analyzed interests, behaviors and culturally relevant trends focused on our goals of...

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Insights Team
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